Here’s how our work is preventing auto theft in Minnesota
Last month saw the debut of a product that reflects countless hours of preparation on the part of the intrepid Russell Herder staff. The new Auto Theft Prevention Campaign that went live in April empowers Minnesotans to take basic but effective steps to proactively improve safety and prevent theft when getting out of their cars. People should be able to reasonably expect their cars to still be there waiting for them when they return.
Like many Russell Herder projects, the campaign was prompted by a problem facing the public: auto theft. Auto theft has risen precipitously in Minnesota over the last several years, increasing to more than 16,000 cars stolen annually based on the most recent data. What’s more, a series of horrific and highly public incidents occurred where stolen cars caused injuries, fatalities, and property damage. The situation demanded that something be done to stop it.
The Minnesota Department of Commerce has a Fraud Division, which in turn contains a law enforcement apparatus for preventing auto theft. Already familiar with our extensive work with the State of Minnesota as well as our status as a B Corporation, they tasked us with assembling a full-court press to get the message “Take Your Keys, Always,” in front of as many eyes as possible.
Our creative team set to work creating an array of products. We made video spots, radio spots, billboards, print ads, and even advertisements placed on gasoline pumps so they would be directly in front of the target audience. We combed through hundreds of stock images and ventured to an impound lot to take our own photos of stolen cars. We edited and re-edited all of our advertisements to ensure we conveyed the message both urgently and respectfully.
Meanwhile, our client services and production management teams seamlessly coordinated it all. We saw the necessity of deploying our awareness campaign in the springtime, when Minnesotans begin to stir from winter hibernation and venture out in their cars to work and play.
All of that work paid dividends. A diverse RH team of varying backgrounds, abilities and creative tastes worked together, united by the mission to alleviate a problem that affects the very communities they each live in. Our duties are only partially complete when it comes to the Auto Theft Prevention Campaign, but we are excited to face this ongoing challenge.
